The CX Iconoclast

Andy Lark - The “Broken Premise” of Customer Love

January 23, 2023 OCX Cognition Season 1 Episode 2
The CX Iconoclast
Andy Lark - The “Broken Premise” of Customer Love
Show Notes

Should you be worried about loving your customers? Or working to make your customers love you? Our guest Andy Lark has a simple answer: No.

Andy Lark, a CMO and chief customer officer several times over, thinks critically and creatively about brand, customer experience, and the trends affecting business today. Today, Andy is CMO at Dubber, world's leading provider of cloud-based call recording and voice AI, but he’s had executive leadership positions at Dell, Sun Microsystems, Nortel, Commonwealth Bank, and Foxtel, while he was chief marketing an revenue officer at Xero, the company was named the world’s most innovative growth company by Forbes.

In this conversation, Andy made a number of claims that deeply challenge traditional thinking about CX – he’s arguing against customer love as an organizing principle. See what you think about what he has to say. If you agree with any of his points, consider how your company should approach CX as a result of your agreement. Listen for:

  • Andy’s claims that capitalism’s weak link is with the customer.
  •  A discussion of the “buried truth” that customers are fundamentally indifferent to most business.
  • A passionate case that it’s critical that business become fanatical about aligning CX with the P&L – but not for the reason you might think.
  • A provocative claim: Customer loyalty is a fiction.


Find out more about Andy at

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